But one of Britain's top fire chiefs believes it's time he had a rebrand.

London Fire Brigade Commissioner Dany Cotton says that there's "no such thing as a fireman" and that it's time to "shake off outdated language".

On the cartoon's 30th birthday, London's first female commissioner is calling on its creators - former Kent firefighters Dave Gingell and David Jones - to bring Sam up to date, reports the Daily Mirror.